Hotel Service Innovation with Smart Technologies: Exploring Consumers’ Readiness and Behaviors

Abstract

This research investigated consumer behaviors for a smart hotel, which is driven by innovative technologies along with the fourth industrial revolution. Considering its enormous potential to become the hotel of the future, we aimed to offer a better understanding of consumers’ intricate decision-making process and behaviors for a smart hotel choice. A robust model was developed by incorporating technology readiness into the merged framework encompassing technology acceptance model and planned behavior theory. The results of data analysis discovered the significant role of each variable, such as technology readiness, perceived ease of use, perceived usefulness, attitude, subjective norm, and perceived behavioral control, and confirmed all hypotheses within the combined model. The proposed theoretical framework sufficiently accounted for consumers’ behavioral intentions and the discussions involved managerial implications of this research.